Blogging Your Brand:Best Practices

Blog Basics

Definition - Blog“A regularly updated website or web page, written in an informal or conversational style”Elements: • Multiple authors• Comment threads per post• Categorization that can align to your taxonomy• Multi-media

Positioning• Relevant Topics• Industry Expertise• Recognizable authors• Taxonomy

• Tone of Voice• Formal vs Informal• Imagery – Playful or Stock Photography?• Language – Industry speak or “tell it like it is”?

• Call to Actions• Offers – Hard or Soft Sell?

Remember - Part of Social StrategyDo:• Fold blog into your

social media strategy• Map out your personas • Align on voice /

content / keywords

• Follow consistent structure & schedule

Don’t:• Don’t go rogue• Don’t stray too far

from your brand• Don’t post blogs that

negate your thought leadership (no sales!)• Don’t be scared of

comments

Best Practices

The Mechanics

Getting Started• Topics• Educate the visitor• Plan in advance• One topic per post

• Titles• Keyword strategy

• Long-tail keywords• length

• Set expectations & value• Make it Catchy!

Format• Whitespace is ok!• Distinct branded design is ok!• Section headers and bulleted lists to break up

information• Bold key facts or items• Use imagery where you can• Show your authors off!• Leverage multi-media

Promote – Lead Generation!

• Calls to Action• On blog• Within posts

• Internal Links• Use your Website• Share on Social Media• Email• Focus on Persons• Blog Digests

Scheduling – Your Biggest Challenges• Frequency•Consistency•Relevancy•Diversity

Examples

Recap

Remember• Mechanics• Keywords• Visual Appeal

• Positioning• Tone of Voice• Imagery• Your Brand

• Scheduling• Consistency• Frequency